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Hey Reader,
This week, I had the honor of leading one of the table discussions at the Tennessee Nonprofit Network's Immersion Series! I was invited to lead a discussion on Storytelling to Donors in Newsletters and Other Outreach Materials. I prepared an outline and discussion points, but the actual conversations with nonprofit leaders at each table were OFF the charts! 📈🔥
There were so many incredible people in one space, focused on sharpening their skills so they can apply what they learned with the goal of making a greater impact this year. It was the most hopeful and peaceful I've felt in a long time.
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Everyone was learning from each other and genuinely wanted to advance each other's mission.
These conversations are TOO GOOD to stop at this event - I want to keep them going here in case these nuggets are useful to you. Here's the Cliffnotes of a few ideas we had in-depth discussions on:
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Donor Testimonials - Some nonprofit leaders have donors who emphatically agreed to use their picture, quote, and name in donor testimonials. Others said that they had too many donors who wanted to remain anonymous, so they never used or asked for testimonials. Donor testimonials can act as social proof for potential, lapsed, or other current donors to hear why others believe in this mission, further validating their decision to give (and, hopefully, keep giving).
- Discussion: Make anonymous donations an option on your form, followed by this question: What led you to make this gift today? Followed by another field that asks for their permission to share this in your marketing materials. Keep donor responses in a spreadsheet to use THEIR language in your marketing materials. Even if they do not permit you to share, using language that your donors use can help you connect with other donors in emails, social media, and other outreach efforts.
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Shifting the narrative - We talked about reframing our newsletters from a tone of "look at the work we did!" to an attitude of "look at all the outcomes you (donors) helped make possible."
- Discussion: Invite donors to come alongside you. Don't just ask for gifts - show them why their gifts matter and what can become a reality when they donate. Invite them to be partners, not bank accounts.
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Putting your story in print - I am no direct mail expert, but I really enjoyed hearing what nonprofit leaders had to say about their experience with direct mail. There were only a few in the room who used it, but they all boasted a high response rate to their direct mail efforts. Some even said that their direct mail list was smaller than their email list, but brought in more (or higher) donations on average!! 🤯 The nagging question: how do we use stories in direct mail without being redundant or wordy?
- Discussion: Incorporate direct mail into your overall marketing strategy plan, considering mail and email frequency to make sure each piece flows. Each lever of your marketing can build upon the other by reinforcing your mission. If you're sending direct mail, include a link or QR code on your materials so supporters can easily donate or further engage with your website.
The more we focus on building community and supporting one another, the greater impact we can have in 2026.
This event also reconnected me with the reason I loved my former career as a special ed teacher - I LOVE seeing learning in progress. Even in adults, the "lightbulb" moment is one I live for.
This got me thinking... would you be interested in a (free) Q&A session with other nonprofit leaders, Reader? This would be a no-pressure coffee chat with me and others in this space to answer your email marketing questions. If you're in, reply "Me!" to this email. (Reply even if you don't think you can make it live.)
If there's enough interest, this could be a new thing. Rooting for you as we near the end of Q1!
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